This article is the old text of the previous year, but at the moment when the new retail concept is hot and the value of the consumer experience is valued, some of the content is still worthy of reference for today's furniture practitioners.

In the Internet age, as far as the furniture industry is concerned, the rapid development of e-commerce, the gradual rise of the furniture customization market, and the pressure of real estate market adjustment have made furniture companies face unprecedented challenges and opportunities, transforming and upgrading into furniture enterprises to break through the development bottleneck. One of the main methods. However, if a furniture company wants to achieve a successful transformation, it must be down-to-earth and go well one step at a time.

Companies that are offline or offline are the mainstays of the business. They are worried that online e-commerce has robbed their business and rushed to “electric shock”. Accenture has come up with a surprising amount of data through a survey: more plans for the future The proportion of consumers who shop through physical stores has climbed from 18% a year ago to 26%; customers who say “very convenient/convenient shopping” in physical stores have reached 93%, much higher than online and mobile devices.

How much can bring a little confidence to the offline retailers. But there is no doubt that furniture stores must also keep pace with consumers and transform and upgrade their stores for the future.

1, WiFi

Future stores will not exclude or prohibit consumers from taking out their mobile phone to take a bar code, or by searching for a price, because even if you ban, consumers can solve the price problem. Moreover, if you ban it, you may lose your customers. Who called this world, and almost no products that have not formed an alternative or competitive relationship?

In this case, we should push the boat, and first create a condition for our customers to make wireless Internet access in their own stores. The shop can spend tens of dollars to buy a wireless router from Taobao, or download "360 free WiFi" from the Internet, and use the computer connected to the network cable to create a free WiFi signal. Large-scale commercial supermarkets will need to implement a wider range of WiFi coverage projects and transform the stores into WiFi.

2, screen

When SF hackers popped up a lot, I defined it as a “screened (business) store” – a physical store consisting of a piece of electronic display and advertising screens, through which they display and sell goods.

Although there are still many problems with hackers, it represents a trend in the future of offline physical stores – a screen that no one can stop.

This will not only involve the screen transformation of offline physical stores, but also make it possible for a small store with an area of ​​only 20 or 30 square meters to become an “infinite” in terms of experience categories and SKUs surpassing existing hypermarkets. A store; or a physical store that is equivalent to Jingdong or Taobao in terms of business categories and items, or directly to their store.

3, unlimited

A traditional store in the traditional sense can theoretically display the store's goods "infinitely" on the display screen of the store.

However, the possibility of this implementation is almost zero. Because to achieve this ideal state, it is not enough to rely solely on “infinite” operation. We also need a brutal low price, matching business guides across industries and product types, and a supply chain and vendor relationship with a high degree of discourse power...

At the same time, "infinity" is also a relative rather than an absolute concept. Because the length of the consumer's drop-down page, the width of the screen that fits, and the depth of pages that are patiently clicked are limited. Even if you can search by text, voice or picture, it is also the number of items based on the consumer's limited cognition.

4, data

The data here does not refer to the number of entities in the store, how many brands, how many SKUs, etc., but the store itself can pass the coded characters (the code set in the character set is specified in a certain object, so that the text can be Computer storage and transmission through the communication network, access to the Internet or mobile Internet, can facilitate each potential consumer or supplier and other stakeholders, through the store name, map, etc., even directly through the PC or mobile Network, online trading behavior.

There is already a simpler method now - you only need to apply for, set up, and generate a QR code that can link to your store on WeChat.

5, online

I am not suggesting that you open a Taobao shop, nor suggest that you have to move your physical store to WeChat Mall or pocket shopping micro store. Of course, they are also online of our offline physical stores. way.

What I want to express here is that no matter the size of the store, the offline store can already operate online as early as possible - we can already carry out online promotion, new product notification, etc. on the PC or mobile side. Sales activities; can already provide targeted mobile promotion for the surrounding people based on their own geographical location; also can carry out some basic management and maintenance of customers through WeChat friends circle and WeChat group (or other means); Find a supplier to place an order.

6, zero inventory

The so-called "zero inventory" here is a relative concept. Relatively speaking, we only need a small amount of scattered inventory. Some are for the main sales items, key recommended items, etc., because of the lack of physical inventory generated by the necessary inventory; or because of the foreseeable sales of certain product items, the tension of the supply chain, and because Order bookings for large-scale "economic procurement" made by sales forecasting. In other words, our inventory is only generated for reasons such as sampling.

In order to achieve this state better, it is necessary to have such a few foundations: First, the store screens, mainly through electronic, web shelves to display goods; Second, customers can accept reasonable order processing and delivery time; third, Orders, reservations, and orders for physical stores and upstream manufacturers or distributors are all through the network; fourth, the development and satisfaction of manufacturers and social logistics distribution forces.

7, experience "forced"

Nowadays, retail stores of all types of business are welcoming the era of “forced”. But what we should think about is that if the high "forced" is not for a truly valuable consumer experience, not for promoting sales, or for hooliganism, there will be many detours or even a turning back in the future. Imagine: one by one electronic display, LED LCD screen, iPad screen, can really replace the physical sample? Or, in the future screen-based stores, do you really need to have physical samples?

Before more advanced technologies such as holographic projection, deep artificial intelligence, and 3D simulation became popular in the retail industry, even before consumers born before 1990 did not “go old,” the answer must be no. Because in my opinion, in the process of consumption, especially the choice of shopping, the consumer experience of “forced” is not as good as the personal experience and the personal senses; the consumer experience of “forced” is not a substitute. And men, girlfriends, girlfriends, etc. go to the streets to find, taste, test, try, than the fun of goods.

8, to membership

Some key attribute indicators of the so-called "members" will become the basic facts of all physical stores in the future. In the era of mobile internet, every consumer who enters the store can know their mobile phone number and micro signal. In addition, we can help us obtain more detailed consumer data by embedding promotional interest stimuli and interactive communication, QR code for service link functions, and registration fields and tags accessed via this medium.

At the same time, some new data that we have not mastered in the past but are very important have begun to become controllable, such as when consumers enter the store, when they leave the store, product preferences and related purchases.

Once we have this data, we can maintain consumers more effectively than in the previous era of affiliate marketing, service and management. Because of the mobile internet platform, technology and tools, our executives and executives can interact and communicate with consumers anytime, anywhere. If we can effectively apply the corresponding IT technology, big data research and application technology, we can even get more returns from operating consumers than the previous members.

9, front-end

What needs to be addressed and greeted now is that physical stores are welcoming the era of front-end. This actually corresponds to several topics.

First, the future business of physical stores is becoming more and more "simple".

Once the future physical store is really front-end, we are more express delivery: receiving the consumer's selection and final order, issuing an order to the supplier, receiving the supplier's delivery, notifying the consumer to pick up the goods, or Like some front desks in the office, some courier parcels from colleagues or leaders are sent to the door.

Even, we have fewer and fewer troubles to change, because more consumers use Alipay mobile wallets, or face-to-face payments directly through WeChat.

It should be pointed out that the situation described here will be applicable to more physical stores such as community-based convenience stores and small supermarkets, because they are the key to the last mile or even the last 100 meters of an e-commerce or e-commerce company; More consumers will place orders on the network through the network, and physical stores will receive more order distribution services from manufacturers; because more and more enterprises will be exhausted on the Internet and mobile Internet. Try your best and strive for consumer attention and orders.

Second, whether you sell products or sell services, the importance of physical store services will greatly increase.

With the strengthening of the order capability of the upstream enterprises or headquarters, and the increase in the purchase behavior of consumers to mediate, the sales function pressure of the physical stores will be released to a certain extent, and the service functions will be strengthened. Services that may be involved include: network signals, reservations, targeted promotional pushes, experiences, distributions, and promotional recommendations for key merchandise and key merchandise within the store, facilitating multi-channel design for online and offline understanding and purchase, and even It is space to wait for tea break.

10, omnichannel

In the face of the increasingly deepening of the fragmentation of consumer behavior, in the future, we must change with the consumer behavior trajectory, and market in a four-dimensional matrix in the space, media, carrier and time that can be more exposed to TAs. Arrays, and under the large matrix of the four-dimensional matrix, are supported by a number of refined matrices such as a matrix of spaces, a matrix of media, a matrix of carriers, and a matrix of contact times.

This includes an omni-channel concept that applies to upstream manufacturers, brand operators, and channel vendors, as well as to physical terminal stores.

11, diversification

In the years to come, it is impossible for all physical stores to be like this. At least those low-value, impulsive-type purchases need to match the convenience of the purchase of goods, and need to be clear, well-documented, trustworthy goods, etc. It is a physical store that can not be separated from the line, and it is also inseparable from the warehouse display in the physical store, and even the physical sample.

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